What: The campaign is in line with Project Earth.

Why is it important: the retailer is moving away from seasonal campaigns and will instead focus on exploring the theme of nature throughout 2021.

Last year, Selfridges launched its ambitious five-year sustainability plan, Project Earth. In the same spirit, the company is now unveiling a yearlong campaign celebrating the great outdoors and exploring “the intersection of nature and culture.”

The campaign is a direct response to the “boom in outdoor appreciation” after prolonged global lockdowns have kept the population confined. It also marks a shift away from seasonal campaigns for the retailer, which will instead explore the theme of nature throughout 2021. “A move away from seasonal campaigns means we can be more sustainable in our creative production and delivery” said Hannah Emslie, the retailer’s creative director.

A series of digital art commissions that “bring nature to the digital space” are set to launch on the retailer’s site. In store, shoppers will be able to discover technical gear for all sorts of outdoor activities and an exhibition by Jonathan Schofield. A podcast is also set to launch this week and has been designed to be enjoyed outdoors.

Seasonal events will be rolled out during the course of 2021, explored through the lens of nature, not the fashion calendar.

Selfridges Debuts Yearlong ‘Good Nature’ Campaign